| Summary: | 碩士 === 逢甲大學 === 企業管理所 === 94 === People do something to seek happiness and success, even to forget sleep and food. They are selfless. A psychologist, Csikszentmihalyi, calls this situation “Flow.” Using the concept of Flow in Internet, when customers surfing in Flow, will their behavior change? Even feeling like to the web?
This research is taken those people who had used “www.wretch.cc” for sample, and use structural equation modeling(SEM) to analyze those data. In the impact of flow on loyalty, skill, challenge, interactivity, focused attention, telepresence, and time distortion are significant impact of loyalty behavior, switching cost, satisfaction, liking of the website, and commitment, besides challenge. Not significant impact may come form the sampling error.
In this study, we find there are different effects at different action in Flow. For example, in games, people want to get success. The impact of skill and challenge in Flow is bigger. In portal site, exploring makes telepresence and time distortion more affect in Flow. Blog is formed by story. Focused attention and telepresence help users flowing in the virtual world.In this study, we also find there are two kind of flow, creeping and jumping. They are influencd by what action people do. Jumping flow which like the strong control and challenge in games makes customers in flow quickly. Creeping flow needs customer focuse on it and create telepresence slowly. So that users are in flow. It is like the flow in blog.
So, when forming consumer loyalty on website, we should start form the context of easy to be flow. The design of web should think about easy to use first. Then teaching customers use other advance function. Then we could make customer become loyalty.
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